KLM ECONOMY COMFORT by Rapp Collins Amsterdam, Tribal Amsterdam for KLM Royal Dutch Airlines

KLM ECONOMY COMFORT

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Industry Airlines, Business equipment & services, Corporate Image
Media Design & Branding
Market Netherlands
Agency Rapp Collins Amsterdam
Creative Director Bjorn Diemer, Robin Pas, Serge Van Wijngaarden, Olaf Van Der Geld
Art Director Guus Van Vorstenbosch
Copywriter Kees Karman
Agency Tribal Amsterdam
Released February 2010

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: KLM
Product/Service: KLM ECONOMY COMFORT
Agency: TRIBAL DDB AMSTERDAM
Agency: RAPP
Date of First Appearance: Feb 9 2010 12:00AM
Entrant Company: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.inzending-award.nl/cyberlions/klm_economycomfort/
Creative Director: Olaf van der Geld (Tribal DDB Amsterdam)
Creative Director: Björn Diemer (Tribal DDB Amsterdam)
Account Director: Jacco Ter Schegget (Tribal DDB Amsterdam)
Project Manager: Carine van der Heijden (Tribal DDB Amsterdam)
Senior Project Manager: Pia Christiansson (Tribal DDB Amsterdam)
Strategy Director: Ralf Hesen (Tribal DDB Amsterdam)
Account Manager: Nik Nieuwenhuijs (Code D'azur Interactive B.V.)
3d-Visualisaties: Jeroen Van Der Borght (Studio05)
Marketing Communicatie Manager: Myrna Veenstra (KLM)
Project Manager: Lotte Gouverneur (KLM)
Copywriter: Kees Karman (RAPP)
Art Director: Guus van Vorstenbosch (RAPP)
Creative Director: Robin Pas (RAPP)
Creative Director: Serge van Wijngaarden (RAPP)
Strategy Director: Sander de Graauw (RAPP)
Account Manager: Pim Beekman (RAPP)
Project Manager: Nienke van der Maar (RAPP)
Media placement: Microsite - Internet - 9 February 2010
Describe the challenges and key objectives
Our biggest challenge was to engage consumers with a message that is only relevant after someone has decided to go on a trip. Only in the process of purchasing a ticket does the comfort message become relevant. Our key objective: bring the product message across to a wide audience (also without travel plans) in a 'Journeys of Inspiration' way. On top of that we needed to motivate people to a) discover the advantages of the product offerings and b) learn how one should book these products.
Describe the brief from the client
With the launch of Economy Comfort, travelling in KLM’s Economy Class is no longer a one-size-fits-all experience. To communicate this, we developed a site that shows there is now more choice in Economy Class. How? Not by showing airplane seats, but by showing only comfortable passengers. A click on one of the ‘floating’ passengers leads to a richly animated personal story around her/his motivations for her/his choice of comfort (including USPs of that product). Want to find out about all of the available choices? Why not? You might even win a trip.
Describe how you arrived at the final design
We chose to focus on comfort to the extreme. Comfort is not in a seat, it’s the result of that seat. Comfort is in a person. This led to the idea of showing 'floating' passengers that enjoy comfort and presenting the story behind these passengers: why did they choose their kind of comfort? We created an inspiring experience set in a plane, but at the same time showing a world outside of that plane. By adding a contest we motivated consumers without travel plans to engage, view all personal stories of the passengers and discover the advantages of all products.
Give some indication of how successful the outcome was in the market
Almost 250.000 unique visitors visited the site during the campaign period. Over half of the visitors watched at least two product/USP videos. This lead to an average time on the site of 2:54.